Make It My Experience (MIME), the personalisation platform for skincare and cosmetics, has launched its new foundation shade finder to help customers during the Covid-19 outbreak.

The next generation in artificial intelligence (AI) technology is capable of turning selfies into perfect foundation matches and removes need for in-store try-on, while preventing unsanitary sampling.

The tool allows users to try out foundation without trying on samples. Customers can also take a photo of their face. The shade finder will then provide them with the best shades for their unique skin tone.

They can then filter by coverage, finish, undertone, brand, price point and more.

Moreover, the tool features an adaptive light analysis that allows customers to take photos under different lighting conditions from their mobile devices. It will provide them with a confidence score in the match.

The technology also provides feedback to the customer on how to take the best photo possible for accurate skin tone matches.

Retailers and brands can install the foundation shade finder on their website or mobile app to offer a highly personalised experience to their customers.

MIME founder Chris Merkle said: “It’s hard enough to find your true foundation shade in-store when you cannot try on the product, even more so while shopping online – where everyone is going during the current health crisis.

“Not only can we help reduce the spread of germs with our technology, but our technology and tools can help 50,000+ makeup artists get back to work virtually.”

The company noted that the solution has been built over the past two years by data scientists, colour scientists and image researchers.

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